This week, I’ve posted a variety of ads; some use fear to incite emotion while others use children. The above commercial, also from the supporters of Prop 8, creates the feeling of impending doom and starts with:

There’s a storm gathering

The clouds are dark and the winds are strong

And I am afraid…

This ad uses a different technique in that it leverages multiple adult characters each with a different line of dialogue (the disclaimer at the bottom of the screen tells us that these adult characters are all actors, however, they are supposedly telling stories based on real incidents).

The skies throughout the first part of the commercial are dark as each person speaks of the impending storm that is brewing and how rights have been taken away when marriage equality laws are passed.

I am a Massachusetts parent helplessly watching public schools teach my son that gay marriage is ok.

A California doctor and church group also share how they would supposedly be impacted if gay marriage were legal. The actors go on to say that same-sex marriage advocates are not content and they want to change the way Californians live and that people would have no choice.

The storm is coming.

A man appears with the text Damon Owens, National Organization for Marriage. As he begins to share that there is hope, the overcast skies open up and sun shines through. He shares how “a rainbow coalition of every creed and color coming together in love to protect marriage.” He concludes by putting a plug in for the organization’s website and then says “join us.”

I actually found the commercial to be a little creepy, almost cult-like with the last words Mr. Owens speaks. With that said, it is both memorable and effective as it paints a somber picture of how Californians may be impacted if gay marriage were legal.

Once again, however, the ad is easily debunked. The claim from the California doctor that she must choose between her faith and her job doesn’t make sense. Is she saying that she would have to choose whether or not a same-sex couple would be allowed to see each other in the hospital? Or is she saying that she would have to choose whether or not a same-sex couple raising a child should be allowed to see their daughter in the emergency room? Hmmm. If these are the choices this doctor is making, find me someone else, please! Who else does she hold a grudge against and how does that impact her other decisions?

As for the mother who can do nothing to stop her child from learning about same-sex couples, well I’m sorry to say, that fight is a lost battle. Have you turned on the television recently? Even childrens’ comics feature same-sex couples these days. The reality is, social norms are changing (have changed) and children in every state will be exposed to different definitions of love.

As for the church group that is punished for not following the law? Well, I would ask what benefits that church is receiving from their government? Tax laws in their favor? Other non-exempt benefits? I don’t fully understand why these organizations feel that they should benefit from the government partnerships, but then not be held to any standards of accountability. It always brings me back to the concept of church and state and I’ve got to ask if we’ve got the separation that our founders intended?

The ad was effective and has been viewed over a million times. In fact, it was so popular that Stephen Colbert created his own funny version of this ad (I’ll post it a little later today or tomorrow). While effective, there are clearly ways to counter this type of ad. The most effective is talking about it and pointing out some of the logical gaps mentioned above.